چکیده:
ﻣﻘﺪﻣﻪ: ﺷﯿﻮع ﮔﺴﺘﺮده ﺑﯿﻤﺎری ﮐﻮوﯾﺪ-19 و ﺗﺄﺛﯿﺮات ﻓﺮاوان آن ﺑﺮ ﮐﺴﺐوﮐﺎرﻫﺎ از ﻣﺴﺎﺋﻞ ﻣﻬﻢ ﺟﻬﺎن اﻣﺮوز اﺳﺖ. ﺑﺮای ﺗﻮﻗﻒ اﻧﺘﻘﺎل اﯾﻦ ﺑﯿﻤﺎری، ﺟﺎﻣﻌﻪ ﺑﺎﯾﺪ ﺑﻪ ﭘﺮوﺗﮑﻞﻫﺎی ﺑﻬﺪاﺷﺘﯽ ﺗﻮﺟﻪ ﮐﻨﺪ. ﻫﺪف اﺻﻠﯽ ﭘﮋوﻫﺶ ﺣﺎﺿﺮ، ﺑﺮرﺳﯽ ﺗﺄﺛﯿﺮ رﻋﺎﯾﺖ ﭘﺮوﺗﮑﻞﻫﺎی ﺑﻬﺪاﺷﺘﯽ وﯾﺮوس ﮐﺮوﻧﺎ در رﺿﺎﯾﺖ ﻣﺸﺘﺮی و ﺗﺼﻤﯿﻢ ﺧﺮﯾﺪ اﺳﺖ.
روشﻫﺎ: اﯾﻦ ﭘﮋوﻫﺶ از ﻧﻮع ﺗﺤﻠﯿﻠﯽ- ﭘﯿﻤﺎﯾﺸﯽ و ﺟﺎﻣﻌﻪ آﻣﺎری 401 ﻧﻔﺮ از ﻣﺸﺘﺮﯾﺎن داروﺧﺎﻧﻪﻫﺎی ﻣﻨﻄﻘﻪ دو ﺷﻬﺮداری اراک ﺑﻮد ﮐﻪ ﺑﺎ ﻧﻤﻮﻧﻪﮔﯿﺮی ﺧﻮﺷﻪای ﻣﺸﺨﺺ ﺷﺪﻧﺪ. ﺑﺮای ﺗﺤﻠﯿﻞﻫﺎی آﻣﺎری و آزﻣﻮن ﻣﺪل ﻣﻔﻬﻮﻣﯽ ﭘﮋوﻫﺶ از روش ﻣﻌﺎدﻻت ﺳﺎﺧﺘﺎری و ﻧﺮماﻓﺰارﻫﺎیSPSS 23 وSMARTPLS2 اﺳﺘﻔﺎده ﺷﺪ.
ﯾﺎﻓﺘﻪﻫﺎ: ﯾﺎﻓﺘﻪﻫﺎ ﻧﺸﺎن داد ﻫﺮ ﭼﻬﺎر ﻋﺎﻣﻞ رﻋﺎﯾﺖ ﭘﺮوﺗﮑﻞﻫﺎی ﺑﻬﺪاﺷﺘﯽ در ورود و ﺧﺮوج( ﺿﺮﯾﺐ ﺗﺄﺛﯿﺮ 0/171 )، در ﻗﻔﺴﻪ داروﻫﺎ(ﺿﺮﯾﺐ ﺗﺄﺛﯿﺮ 0/223 )، ﺿﺪﻋﻔﻮﻧﯽ ﭘﯿﺸﺨﻮان ﭘﺬﯾﺮش و ﺟﻮاب(ﺿﺮﯾﺐ ﺗﺄﺛﯿﺮ 0/326 )و رﻋﺎﯾﺖ ﻓﺎﺻﻠﻪ-ﮔﺬاری اﺟﺘﻤﺎﻋﯽ(ﺿﺮﯾﺐ ﺗﺄﺛﯿﺮ 0/268 )ﺗﺄﺛﯿﺮ ﻣﺜﺒﺖ و ﻣﻌﻨﺎداری ﺑﺮ رﺿﺎﯾﺖ ﻣﺸﺘﺮﯾﺎن ﻧﺴﺒﺖ ﺑﻪ اﺟﺮای ﭘﺮوﺗﮑﻞﻫﺎی ﺑﻬﺪاﺷﺘﯽ وﯾﺮوس ﮐﺮوﻧﺎ دارد. ﻫﻤﭽﻨﯿﻦ، رﺿﺎﯾﺖ ﻣﺸﺘﺮی از اﯾﻦ اﻗﺪاﻣﺎت ﻣﯽﺗﻮاﻧﺪ ﺑﺮ ﻗﺼﺪ ﺧﺮﯾﺪ ﻣﺸﺘﺮی، ﺗﺄﺛﯿﺮ ﻣﺜﺒﺖ ﺑﮕﺬارد.
ﻧﺘﯿﺠﻪﮔﯿﺮی: ﭘﯿﺸﻨﻬﺎد ﻣﯽﺷﻮد ﻣﺘﻮﻟﯿﺎن ﺣﻮزه ﺳﻼﻣﺖ و ﻣﺪﯾﺮان ﮐﺴﺐوﮐﺎرﻫﺎ ﺑﺮ رﻋﺎﯾﺖ ﻓﺎﺻﻠﻪ اﺟﺘﻤﺎﻋﯽ ﺑﻪﻋﻨﻮان ﯾﮏ اﻗﺪام ﻣﻬﻢ در ﺟﻠﻮﮔﯿﺮی از اﻧﺘﻘﺎل وﯾﺮوس ﮐﺮوﻧﺎ ﺗﻮﺟﻪ ﺑﯿﺸﺘﺮی ﮐﻨﻨﺪ. ﻫﻤﭽﻨﯿﻦ، ﻣﺪﯾﺮان ﺑﺎﯾﺪ ﺑﺪاﻧﻨﺪ رﻋﺎﯾﺖ ﭘﺮوﺗﮑﻞﻫﺎی ﺑﻬﺪاﺷﺘﯽ وﯾﺮوس ﮐﺮوﻧﺎ، ﻋﻼوه ﺑﺮ اﻟﺰاﻣﯽ ﺑﻮدن و ﺗﺤﻤﯿﻞ ﻫﺰﯾﻨﻪ ﺑﻪ آنﻫﺎ، ﺗﺄﺛﯿﺮ ﻣﺜﺒﺘﯽ ﺑﺮ رﺿﺎﯾﺖ ﻣﺸﺘﺮﯾﺎن داﺷﺘﻪ و درﻧﻬﺎﯾﺖ ﺑﺮ ﻗﺼﺪ ﺧﺮﯾﺪ ﻣﺸﺘﺮی در دﻧﯿﺎی ﺟﺪﯾﺪ ﮐﺴﺐوﮐﺎر اﺛﺮﮔﺬار اﺳﺖ.
Introduction: The widespread prevalence of COVID-19 disease and its many effects on businesses are important issues nowadays. To stop the transmission of this disease, the community must pay attention to health protocols. The main purpose of this study was to investigate the effect of following these protocols on customer satisfaction and their purchasing decision.
Methods: This research was an analytical-survey type, and its statistical sample was 401 customers who were identified by cluster sampling from pharmacies in the second district of Arak municipality. Structural equation modeling, SPSS version 23, and SMARTPLS2 software were used to perform statistical analysis and test the conceptual model.
Results: The findings showed that all four factors of observance of health protocols upon entry and exit (effect size: 0. 171) , following the protocols on the medicine cabinets (effect size: 0. 223) , disinfection of the reception counter and accountability (effect size: 0. 326) and observance of social distance (effect size: 0. 268) had a positive and significant effect on customer satisfaction with the implementation of corona virus health protocols. Customer satisfaction with these items can have a positive effect on the customers’ intention to buy. Conclusion: It is suggested that healthcare providers and business managers pay more attention to the implementation of social distancing as an important measure in preventing the transmission of corona virus. Managers should also be aware that adhering to health protocols, though mandatory and costly, has a positive effect on customer satisfaction and ultimately affects the customers’ intention to buy in the new business world.